Vendors hope for exposure

MICHAEL BANOVSKY FOR THE TORONTO STAR

Four of the team members from the University of Waterloo who worked on the solar-powered car, clockwise from top left: Peter Kruzlics, Cody Bryant, Lisa Fang and Vikas Goyal.

Michael Banovsky

SPECIAL TO THE STAR

There's a whole other dimension to the Toronto auto show, beyond the big-bucks displays and booth professionals touting the latest goods for every vehicle sold in Canada.

It's where local vendors have rented booth space, hoping to attract a portion of the show's projected attendance of 300,000 people. Done right, it can mean big exposure and big business for exhibitors.

In past years, the 100 Level at the Rogers Centre was reserved for the burgeoning tuner car market – local customizers would show off everything from tricked-out Cadillac Escalades to slammed Honda Civics. Now, the Toronto tuner scene has died down somewhat – leaving room for decidedly non-car booths like sunglasses retailers and discount vacation sellers to infiltrate the show.

Ask Vikas Goyal if there's still a reason to exhibit in Toronto, and he'll point to the long, low, sleek car behind him: the University of Waterloo solar car, Midnight Sun.

"We think officials in the auto industry should know there are more ways of building a car than around petroleum," Goyal says. "We're here just to show that a solar car has been built – we've been around for at least 20 years – so get some energy and finance toward this industry and see if we can go forward with it."

Goyal is the business manager of the school's solar car program, one that sees about 100 volunteers working on the project at any one time. At the core, 20 members are part of four dedicated teams (business, electrical, mechanical, and aerodynamics) that work on the car in two-year stints. The car, refined over a few decades, can run at 90 km/h using the same electricity as your toaster, Goyal says.

"We want to see the future of this country interested in this car; we get lots of students saying, `Wow, it looks like a UFO, it's cool'."

When asked why the solar car doesn't have a loud stereo, paint, or models to attract attention, he said the team's aim is a little different than other exhibitors.

"We're here to show innovation more than glare," he says.

"We're thinking of marketing through innovation and through excellence."

Down the corridor, a completely different space fights for attention. Pause for a second, and you'll see car guys being lured, cameras at the ready, by a black Nissan 240SX with huge rims and a Japanese-market "Silvia" front end.

They will then stop dead in their tracks at the sight of an anime-inspired vinyl mascot named "Sugar" in hot pink pigtails plastered on the side of the car – a sure sign the booth is geared toward car girls.

For Sweetie Girl Racing, Toronto's longest-running import car club, its display is about empowering women to enjoy car culture. SGR is celebrating its 10th anniversary and has evolved into a group that teaches members everything from the proper racing line to basic vehicle maintenance.

Krystyna Belle, a member for two years, says that the team was a great way to join the car scene.

"There aren't many all-girl car groups," Belle says. "We don't only race or show our cars, we want to teach girls how to take care of their cars, teach them how to race if they want to race, to just get girls together that have the same interests.

"Many girls are intimidated by being into cars, we want to let them know they're not just for guys."

Among the more traditional vendors, it's hard to miss Toronto tuner Teknotik's four-car Honda and Acura display. It features customers' cars that see regular track use, draped in some of the most exclusive parts from Japan.

"We've been around for six years, started grassroots selling on eBay selling used motors and parts from Japan," company spokesperson Eric Daoust says. "Then we migrated to the new performance and product lines from Japan."

There are more than 5,000 enthusiasts in the Toronto area dedicated to like-minded import tuners, and the company has watched the tuner crowd mature from a fringe group to the mainstream.

"Auto show is a great event, it gives you access to a whole new demographic – from the hardcore car guys to families who are out to enjoy themselves," Daoust says.

"It gives you such great access to the whole gamut – we've always had success with being here or showing cars at the event."

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